中国旅游者行为的文化理论境外研究综述

A Review of Oversea Studies on Chinese Culture in Tourist Research

中国旅游市场的迅速崛起,已经引起了越来越多的国际关注和学术研究。人的思维方式和行为表现往往受制于其所处的文化背景,要了解中国旅游市场和中国游客的行为,就必须了解中国文化及其对中国游客的影响。文章检索了1993—2016年境外主要国际期刊上有关中国旅游者文化研究的英文文献,从多角度揭示了中国旅游者行为的文化理论境外研究的现状和特点,分析了该领域已有学术研究的理论意义和实践意义,并对前期研究中的不足之处和后续研究的潜力领域进行了探讨,以期为更好地研究和开发中国旅游市场提供参考。

An understanding of the fast growing Chinese tourist market has become a popular inquiry for both academics and practitioners.To better understand the Chinese tourist market,especially the behavior of Chinese tourists,it is necessary to understand Chinese culture and its influences because human behavior is closely related with what kind of cultural values they hold.This research reveals the state and characteristics of the extant English literature with regard to the influence of culture on Chinese tourists by analyzing articles retrieved from major international journals in the last twenty years（1993—2016）.A total of 56 papers related to the study of Chinese tourist culture were selected from fourteen hospitality and tourism journals and four academic databases.Then,an encoding table of these papers was employed.It mainly includes seven aspects：year of publication,journals retrieved from,topics,industrial settings,theories of culture or Chinese cultural values employed,research methods and research results.The state and characteristics of the extant English literature pertaining to the seven aspects were summarized and discussed.Meanwhile,this research also analyzed theoretical framework of culture,cultural values employed,and findings of the papers.Through the analysis,it was found that the theory of Hofstede＇s cultural dimensions（especially the four cultural dimensions,namely Collectivism/individualism,power distance,uncertainty avoidance and masculinity/femininity）was the most commonly used cultural theory for analyzing Chinese tourists.Collectivism is regarded as a typical cultural value hold by Chinese tourists.In addition,＂Harmony＂,＂face＂,＂high power distance＂,＂interpersonal relationship＂ and ＂group orientation＂ are the other cultural values that are widely found in the studies of Chinese tourists.Confucianism,which has been accepted as the most profound Chinese cultural value,is employed the most in the discussion of Chinese tourist behavior comparing to other Chinese cultural framework,such as Taoism,Buddhism,etc.With regard to research findings,this literature analysis showed two research streams：one stream is the inquiry into cultural behavior of Chinese tourists;and the other is the investigation of the differences between Chinese culture and other cultures in the context of tourism.The practical implications of this research for tourism destinations,tourism businesses and customer service are also pointed out.In conclusion,limitations of the extant literature regarding Chinese culture in tourism are examined.Areas with great potential for future inquiries for academia and the industry are discussed.Overall,this research highlighted the state and characteristics of the extant English literature with the purpose of understanding the cultural values held by Chinese tourists and the influence of culture on Chinese tourist behavior.Results of this research can serve as a reference both for future research and the business development in Chinese tourist market.